Business as a force for ‘good’
Cathelijne Lania describes herself as a Frisian, a dreamer, and an entrepreneur with her feet in the mud. Entrepreneurship is for her not a side issue, but the core of everything she does. Through her brand, A Beautiful Story, she strives for a world where everyone in the chain, from the makers in Nepal to the person giving the gift in the shop, can create a beautiful story of their life.
How it all began
The adventure started in 2006 with a cry for help from Nepal. Cathelijne had a successful marketing career at Sara Lee Douwe Egberts, but she missed depth in her work. When a silver factory in Nepal, where she had volunteered, was on the verge of collapse, she decided to apply her commercial knowledge: “If I can sell coffee, I should be able to sell jewelry too”. She traveled across the Netherlands with a suitcase full of bracelets, a start she calls ‘Tupperware 2.0’. Today, she works with approximately 1,000 retailers across Europe.
The guardian of the story
Although Cathelijne is the founder and CEO, the title ‘director’ doesn’t quite feel right to her. She prefers to see herself as the ‘guardian of the story’ and the mission. Her role is to protect the thread connecting the makers in Nepal and India, the shops and the ultimate wearers. She leads the company by always setting a goal on the horizon and doing everything possible to get there.
Impact and commerce hand in hand
The driving force behind her entrepreneurship is fighting injustice. Cathelijne wanted to build a company that proves that a beautiful product and a fair income for makers go perfectly together. “Impact and commerce, hand in hand,” is her motto. The brand is now B Corp certified and provides work for more than 150 people in Nepal and India, allowing them to build stable lives.
Innovation in the spotlight: The symbolism of the snake
The collection consists handmade jewelry and gemstone gifts, where every item carries a specific meaning. Besides the classic Lucky Bracelet, made from shards of teacups, Cathelijne is currently captivated by the new Animal Icons collection. The snake, in particular, is a powerful symbol for the fashion industry to her: the animal renews itself from within by shedding its skin. According to her, this is exactly what the sector must do: renew from a place of strength, not fear.
Looking toward 2026
Cathelijne experiences 2026 as intensive and energetic, noting that the consumer demand for meaningful products, continues to grow. On the agenda for the rest of the year there are new collections, such as the High Summer line, and the further sustainability of the gemstone supply chain in Tanzania. The collaboration with EK Retail is crucial here, as it provides access to a network of retailers who understand the value of quality and the brand’s mission.
The most important lesson: Connection on the shop floor
For Cathelijne, the most important lesson is that the brand only truly comes to life on the shop floor. The connection between the retailer and the customer looking for a meaningful gift is the engine behind their success. She is most proud of showing that ‘doing good’ and ‘doing good business’ do not have to clash.
